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Financial Planning > Behavioral Finance

Cetera Nabs Former LPL Exec as COO

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Cetera Financial Group has hired Tom Gooley, who served as LPL Financial’s  managing director of service, trading and operations from mid-2015 to early 2019, as its COO. He replaces Catherine Bonneau, who left earlier this year.

Cetera says it aims for Gooley to help it “continue to deliver a digital experience that drives growth for financial professionals through scale and operating leverage, while maintaining frictionless and efficient servicing,” according to a statement.

The announcement came on Tuesday, just a week after LPL hired Ben Welch  the ex-head of trading and technology at TD Ameritrade Institutional  to lead its trading operations.

After working at LPL through March 2019, Gooley retired and served on the University of California-Berkeley’s Political Economy Advisor Board, among other volunteer activities. Prior to LPL, he was senior managing director and chief risk officer for the Retirement and Individual Financial Services division of TIAA-CREF (2014-2015).

Previously, he was managing director and head of operations for the Global Wealth and Asset Management divisions of Morgan Stanley (2008-2013), where he also co-led the project to convert assets from Smith Barney to the Morgan Stanley platform as part of their merger.

Promotion of Gok

Lisa Gok

Meanwhile, Cetera promoted Lisa Gok to the role of general counsel for Cetera, succeeding David Greene, who left the organization earlier this year for personal reasons.

Prior to joining Cetera as its deputy general counsel in July 2012, Gok spent 11 years with the Securities and Exchange Commission (both at its headquarters in Washington, D.C., and in the Los Angeles Regional Office) and eight with the Department of Justice.

Cetera Financial Group includes Cetera Advisors, Cetera Advisor Networks, Cetera Financial Institutions, Cetera Financial Specialists and First Allied Securities broker-dealers.

Late last year, the IBD group said it had about $240 billion in client assets and 7,000 advisors.


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